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Health Education & Behavior, Vol. 24, No. 5, 603-612 (1997)
DOI: 10.1177/109019819702400507

Developing a Media- and School-Based Program for Substance Abuse Prevention among Hispanic Youth: A Case Study of Mirame!/Look at Me!

Amelie G. Ramirez, DrPH

Center for Cancer Control Research at Baylor College of Medicine, Houston, Texas

Kipling J. Gallion, MA

HealthCom Sciences, San Antonio, Texas

Renato Espinoza, PhD

Center for Minority Health Initiatives, Texas Department of Health, Austin, Texas

Alfred McAlister, PhD

School of Public Health, University of Texas Houston Health Science Center, Houston, Texas

Patricia Chalela, MPH

Preventive Medicine Department, Fundacion Oftalmologica de Santander, Clinica Carlos Ardila Lulle, Urbanizacion El Bosque, Autopista a Floridablanca, Bucaramanga, Santander, Colombia, South America

Mirame!/Look at Me! is a substance abuse prevention program for low-income Mexican American youth 9 to 13 years of age. The theory-driven curriculum, developed for mass distribution via a satellite television network, features social models who demonstrate cognitive-behavioral skills and display conservative norms regarding substance abuse. An 18-session curriculum contains 5-minute videos that are assigned to be followed by discussion and social reinforcement from a teacher or volunteer. This case study reports the program development process and experiences in the initial dissemination of the program through national networks for schools and cable television subscribers.


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